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Anniversary Celebration (Fairmont)

Anniversary Celebration

The PR Challenge

Troncossi Public Relations, in conjunction with the client, led a year-long celebration of the 125th anniversary of The Fairmont Hamilton Princess in Bermuda. The campaign was multi-pronged and used media relations, employee recognition, events, partnership marketing, a Proclamation by the Deputy Premier of Bermuda, social media and special afternoon teas, dinners and room packages to raise awareness of the property, its historic significance in the community and to increase sales across the year.

Strategy

  • Leverage the historical significance of the hotel to create compelling media angles
  • Reference the hotel’s anniversary in all communication activities across the year
  • Have one activity almost every month to ensure that the anniversary celebration remained top of mind
  • Create events that raise awareness of the hotel’s 125th anniversary
  • Link with a charity that has similar historical and cultural values for the gala event
  • Generate engaging content on Facebook, Twitter, Flickr and YouTube

Results

The anniversary created great awareness of the hotel’s historical attributes and kept the hotel top of mind throughout the year. In addition, the hotel hosted over 400 couples last year on their anniversary package. There was a significant business increase on the leisure side (24 per cent). As we kept the energy going throughout the year, this continued to raise awareness of the hotel and supported the sales process to increase room night numbers.

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